6 Outdated SEO Strategies to Drop and What to Do Instead

Search engine optimisation (SEO) continues to evolve, with Google and other major search engines getting smarter about how they interpret and rank content. Unfortunately, some SEO strategies that worked years ago now have little impact—or even a negative one—on website rankings. In this post, we at Springhill Marketing will cover six outdated SEO practices that can hinder your site’s performance and offer modern alternatives to keep your content relevant.

1. Buying Expired Domains for Quick Rankings

In the early days of SEO, acquiring expired domains was a popular tactic to leverage existing backlinks and boost the authority of new websites. However, search engines have since caught on, making this practice obsolete. Google now resets the authority of expired domains, essentially treating them as new websites without previous SEO value. Furthermore, the search giant has access to domain registration information, so it can easily detect and adjust for expired domains.

What to do instead

Instead of wasting your time and resources on expired domains, invest in building original content and high-quality backlinks for a sustainable SEO strategy. Focus on creating engaging, valuable content that naturally attracts links and user engagement. Although this may take time, it builds a foundation that can withstand algorithm updates.

2. Relying on Paid Links

While paying for backlinks once held significant value in SEO, today, it’s a risky and ineffective strategy. Google’s algorithms have become proficient at detecting paid links and spammy link networks, rendering many purchased links ineffective. Paid links may give a temporary ranking boost, but they can lead to sudden ranking drops or even penalties if Google identifies them as unnatural.

What to do instead

Focus on earning links naturally by producing high-quality, shareable content. Engage in guest blogging, partnerships, and collaborations with reputable sites. Not only does this approach prevent penalties, but it also builds credibility and drives organic traffic.

3. Using “index, follow” Meta Tags in Robots.txt

Some SEO plugins automatically add the “index, follow” meta tag to pages, which instructs search engines to index the page and follow its links. However, this directive is redundant because search engines index and follow links by default. Using these tags doesn’t enhance SEO and can even signal a lack of expertise to more experienced SEOs.

What to do instead

Leave out unnecessary meta tags. Focus on directives such as “noindex” or “nofollow” only if you specifically want to prevent certain pages from being indexed. Keeping your meta tags clean and relevant ensures your site stays streamlined and professional.

4. Copying Competitor Content

One of the most popular and widely accepted SEO strategies is to study top-ranked competitor content and produce a “better” version. However, copying content themes or styles is unlikely to make your page unique enough to outperform competitors. Google’s algorithms aim to promote original and valuable content, and merely replicating someone else’s approach often falls short of making a significant impact.

What to do instead

Use competitor analysis to understand the industry landscape, but leverage your unique insights, expertise, and voice to create original content. Focus on answering questions your audience cares about and providing a unique perspective. This builds authority and helps you stand out in crowded search result pages.

5. Adding Content for Content’s Sake

Some SEO strategies involve publishing as much content as possible under the assumption that more content means better rankings. However, content quantity does not guarantee quality, relevance, or authority. Publishing irrelevant or low-value articles can dilute your site’s overall quality, which may harm rankings rather than improve them.

What to do instead

Focus on quality over quantity. Develop a content strategy according to what your target audience truly needs and values. Each article should have a purpose and match user intent. A well-researched, highly valuable piece that genuinely addresses user needs will generally perform better than multiple low-value posts.

6. Overreliance on Correlation-Based SEO Research

There is a trend in SEO where some practitioners and site owners base their strategies on studies of millions of search results, attempting to isolate factors such as word count, backlinks, or certain keywords. However, correlation does not equal causation. Search engines, particularly Google, use complex, multi-system algorithms. This means isolating individual ranking factors often leads to misguided strategies.

What to do instead

Focus on user experience, relevancy, and value. Google’s algorithms have moved towards understanding natural language and user intent through AI-based systems such as BERT. Instead of chasing isolated SEO factors, aim for a comprehensive approach to optimising your website. Ensure your SEO strategies include high-quality content, good user experience, and proper technical SEO. This holistic approach is more effective than focusing on any single “correlation”.

Always Keep Your SEO Tactics Updated

As SEO is constantly evolving, staying current means shedding outdated practices and embracing more sustainable strategies. This is why it’s crucial to take a dynamic and user-centred approach to SEO. Staying informed, adapting to changes, and prioritising what brings genuine value to your audience can also help you make a lasting impact.

At Springhill Marketing, we’re dedicated to helping you achieve lasting SEO success by using only Google-approved, up-to-date practices that meet industry standards. As a certified Google Partner, our team stays on the cutting edge of SEO, ensuring your business thrives with safe, effective, and sustainable methods. Get in touch today, and let us help you elevate your online presence.